MarTech: Predicting trends spot-on

We provide Salesforce-related insights based on our knowledge and expertise.
Author: Daria Kulikova

The combination of marketing and technology solves business challenges by harnessing the power of data. In other words, it is data-driven marketing that works with the help of the Salesforce CDP platform.

Marketing + technology = MarTech. IT technology can now use its full power in solving business challenges. All based on data usage. Marketing and business development are increasingly becoming “data-driven”.

We live in an age where the customer wants to have full control. Amazon can predict which products we will buy, Netflix recommends the shows we like with great accuracy, and Uber allows us to customize the trip to the details of what type of vehicle we want to travel in. Customers expect companies to closely understand their preferences, want personalized experiences, and demand prompt service. Without such an adjustment, it is no longer possible to do business.

Fragmented customer data

Business process automation and marketing automation systems are already in place, but in most cases such platforms are either completely isolated or at least not fully integrated with others. So, the insight into customer data is still very fragmented.

Data flow with clients generally does not come in an even flow, but at least comes in two separate units: The first refers to “engagement” data that speaks to the extent to which a potential or existing client communicates with our content and responds to marketing activities; the second is a “sales-related” entity that relies on sales data.

Of course, a lot of useful information remains “somewhere in between”, depending on the points of contact that the existing / potential client has with the brand. LeverUP implements a Salesforce CDP solution (formerly known as Customer 360) that brings all this data into the same flow.

LeverUP predicts trends using a cross-cloud approach

LeverUP traditionally supports cross-cloud access and can thus anticipate trends. Even before Salesforce offered the Customer 360 platform for comprehensive customer review, we systematically promoted cross-cloud, a comprehensive approach in which the customer truly gets the most out of the data that is constantly generated in the IT system. “We see the big picture” – our slogan reflects our real business experience.

Salesforce architects, consultants and developers at LeverUP share the aforementioned cross-cloud vision, oriented towards a Customer 360 review.

LeverUP: Partner for Salesforce CDP projects in the region

Salesforce recently undertook a rebranding of the Customer 360 platform. The platform is now known as CDP – Customer data platform. LeverUP with its extensive experience in a multidimensional approach to Salesforce implementations, is a unique partner for Salesforce CDP projects in our region.

Salesforce CDP goes beyond CRM access and marketing automation. Serves as a “single source of truth” for all business data related to potential and existing customers. With the Salesforce CDP platform, unique customer profiles can be created with related data from Salesforce Marketing Cloud and Interaction Studio (marketing automation), Sales and Service Cloud (CRM and customer support), Commerce Cloud (online sales), customer applications, numerous 3rd party application. 3rd party data connectivity is enabled through one of Mulesoft’s most progressive API solutions. Of course, there are AI technologies for delivering data right there and to whom it matters most at the moment, and delivering the expected content to the client.

Along with that, of course, come business intelligence solutions such as Datorama and Tableau.

Developers, specialists, architects

How does all this relate to developers, especially young professionals coming to the .debug conference? Such implementations offer many exciting opportunities for professional development. From pure development to advancement to the status of architect and Business intelligence specialist. There are also API integrations, data flow architecture, and analytics, and new directions of development, even new programming languages ​​specific to the Salesforce environment.

I would recommend to any young developer interested in MarTech to get acquainted with the website and the “pyramid” of certifications in the vast Salesforce world.